With the new campaign about to get underway, we sat down with Altrincham FC Chief Executive Sam Mackenzie for an update on everything that’s been happening behind the scenes – from pre-season preparations to exciting initiatives for supporters.

Q: How was pre-season overall – and how did it differ from previous years?

Sam: Pre-season has been fantastic – and busy. The management, staff, and players have put in a huge amount of work, and I truly believe it’s going to make this a very special season. There’s a great energy around the place. The matches against Port Vale and Nottingham Forest were the first real tests for the pitch, and I have to say, the work done over the summer is the best I’ve ever seen. We’ve invested in new machinery and made changes in personnel after last year’s challenges. Of course, I remain mindful of one factor I can’t control – the weather, the weather, the weather… and, did I mention, the weather? But overall, I feel very positive.

Q: How are season ticket sales shaping up?

Sam: Our Season Ticket holders are one of the pillars of the club’s success, and I’m grateful for their loyalty. The take-up has been strong, and their commitment means so much to everyone here. This year, we’ve also given free season tickets to all AFC Juniors, and it’s brilliant seeing them get involved – including taking their celebratory lap of honour during the season.

Q: Last season brought well-documented pitch challenges. Are you confident we’re in good shape now?

Sam: Yes. We’ve invested financially, upgraded equipment, and made key changes to the team looking after the surface. Those early games against Port Vale and Nottingham Forest showed real improvement. Of course, the weather will always play its part, but we’re in a much better place now.

Q: What have been the busiest parts of pre-season for you personally?

Sam: There’s been so much going on. Integrating the Women’s Team into the football club from the Community Trust has been a big focus – and they’ve already achieved promotion and won The Cheshire Women’s & Youth Football League Challenge Cup. We’ve also been preparing for the Academy’s new intake and celebrating the progress of players like Remi Raymond, Louis Fallon, and Lucas Edwards, who have come through our system. And then there’s been work with our Community Trust – who now have 1,000 tickets to distribute locally – and launching initiatives like Match of the Dames, giving 200 local women the chance to experience National League football for the first time.

Q: Are there any visible stadium updates supporters will notice this weekend?

Sam: Yes – plenty! The John King Hospitality Lounge has been improved, and we’ve increased its capacity. It’s now one of the best hospitality experiences you’ll find, and it’s also a fantastic space for functions. The FanZone has had some decorative changes, including banners showcasing club history, and remains one of my favourite places to spend a Saturday afternoon with our loyal fans.

Q: The club still seems heavily reliant on volunteers. How important are they to you?

Sam: They’re absolutely essential. The club simply could not function without their continued presence and commitment. From matchday duties to working with the Juniors, they give up so much of their time for the club, and I’m endlessly grateful.

Q: Do you have any personal goals for this season as CEO?

Sam: For me, it’s about continuing to strengthen every part of the club – on and off the pitch. That means engaging more with our community, growing our commercial partnerships – like our recent deal with Worldpay – and making sure our facilities and supporter experience improve year on year.

Q: Any exciting initiatives you can share with the fan base?

Sam: Absolutely – beyond Match of the Dames, we’re also dedicating a fixture to celebrate the work of our Community Trust. The Juniors programme is expanding, and we’re continuing to invest in stadium facilities. I want everyone in Altrincham to feel this is their club.

Sam: Exceptionally well. Their success last season was outstanding, and they’ve developed both on and off the pitch. Bringing them fully under the club’s banner is a sign of our commitment to the women’s game, and we can’t wait to see what they achieve this year.

Q: Finally – what would you class as a good season football-wise?

Sam: Simple – the play-offs. Don’t we all want that?

Altrincham is our town, and we are your football club. With new investment, fan support, volunteer participation, partner commitment, and the whole town behind us… we’ve got this, and good things are coming. Come on you Robins.

Grab your tickets for today's home opener against Aldershot Town here. We'll see you this afternoon!!!